During its 12 seasons, Project Runway, Lifetime's reality competition show with fashion designers angling to be "in," has earned its exasperatingly accurate moniker, "Product Runway." Product placement is part of the program, and hearing presenter Tim Gunn attempt to make a product sound relevant to a challenge is part of the spectacle.

Except this season, and oh especially August 22's episode, "Let's Go Glamping!" Glamping—a word that would send Samuel Johnson to the ale vat—is camping but, you know, "glamorous." (Maybe they wanted to scale down the use of "camp" with so many gay male designers around?) But fair enough, and actually a really good concept for a challenge. Except that the sponsor was Resource Water.